Virgin America Elevate - VX wins Travel & Leisure award for Best Domestic Airline, 2009

Two years and counting (http://www.travelandleisure.com/worldsbest/2009/results.cfm?cat=othercairlinesdomestic)... :)

Way to go, VX! ^

That's great for them, well deserved. However, I don't put too much stock in those types of surveys - the winners are usually way out of my price range as it seems their readers are all wealthy.

That's great for them, well deserved. However, I don't put too much stock in those types of surveys - the winners are usually way out of my price range as it seems their readers are all wealthy.


VX's yields are awful so no worries there.

Two years and counting (http://www.travelandleisure.com/worldsbest/2009/results.cfm?cat=othercairlinesdomestic)... :)

Way to go, VX! ^

I am glad to see this. I flew on VX a few days ago in First from LAX to SEA and was very impressed. It is by far the best domestic airline... If only they flew to more destinations. The other airlines including my main airline of choice, US, could take lessons from Richard Branson and VX in what to offer passengers.

That's great for them, well deserved. However, I don't put too much stock in those types of surveys - the winners are usually way out of my price range as it seems their readers are all wealthy.

Median HHI of T+L readers is under 150k...far from wealthy

Two years and counting (http://www.travelandleisure.com/worldsbest/2009/results.cfm?cat=othercairlinesdomestic)... :)

Way to go, VX! ^

Until they have a program to recognize elite travelers, a large subset of the flying population, especially the higher revenue-generators, aren't going to fly them.

Until they have a program to recognize elite travelers, a large subset of the flying population, especially the higher revenue-generators, aren't going to fly them.

What makes you think this is a "large" subset of the flying population? WN and B6 became quite successful without going hard-core after elites by offering tons of INTL redemption options, and it's VERY clear VX is going for that kind of model.

I think there are several airlines chasing that segment of the US flying public, by spending time kissing elite b*tt by giving them upgrades and miles like crazy and treat non-elites flying coach on old planes like self-loading cargo. I believe they are called "American Airlines" and "United Airlines", and they're both bleeding red ink and shedding capacity like crazy, even with all the love from 1Ks, GSs and EXPs, as well as elites named after shiny metals.

VX is trying a different concept- premium services if you pay for it, technologically advanced coach if you don't, hipster cred style marketing ala Apple, and a simple mileage program that's straight points for spend. I am not convinced it will work, given that VX still isn't turning a profit- but I'm not convinced it won't work, either (given that many people I've seen try VX swear they will fly it every chance they get), and at least it's interesting to see them try (and enjoyable to fly them, even in coach).

What makes you think this is a "large" subset of the flying population? WN and B6 became quite successful without going hard-core after elites by offering tons of INTL redemption options, and it's VERY clear VX is going for that kind of model.

I think there are several airlines chasing that segment of the US flying public, by spending time kissing elite b*tt by giving them upgrades and miles like crazy and treat non-elites flying coach on old planes like self-loading cargo. I believe they are called "American Airlines" and "United Airlines", and they're both bleeding red ink and shedding capacity like crazy, even with all the love from 1Ks, GSs and EXPs, as well as elites named after shiny metals.

VX is trying a different concept- premium services if you pay for it, technologically advanced coach if you don't, hipster cred style marketing ala Apple, and a simple mileage program that's straight points for spend. I am not convinced it will work, given that VX still isn't turning a profit- but I'm not convinced it won't work, either (given that many people I've seen try VX swear they will fly it every chance they get), and at least it's interesting to see them try (and enjoyable to fly them, even in coach).

I didn't say that they would fail. But adding an elite program would be a very low cost way to gain a lot of other travelers. There are many like me who simply will not consider flying with any consistency an airline which wouldn't recognize loyalty. The difference that elite status makes in the flying experience is enormous.

I didn't say that they would fail. But adding an elite program would be a very low cost way to gain a lot of other travelers. There are many like me who simply will not consider flying with any consistency an airline which wouldn't recognize loyalty. The difference that elite status makes in the flying experience is enormous.

I also think a lot of elites like to have their egos massaged - hence the pretentious red carpet used by UA.

I also think a lot of elites like to have their egos massaged - hence the pretentious red carpet used by UA.

"A lot"? Yes. But certainly not the majority. I don't think I'm alone in that I will only use the AA-equivalent of the red carpet if its truly necessary and never go up and plant myself there 30 minutes or even 5 minutes before boarding.

Sure there are egotistical elites. But for the most part, I think elites appreciate their benefits but don't flaunt them. Its simply makes traveling far more painless, and even enjoyable at times in ways that an airline that doesn't provide an elite program can't possibly provide.

STS - which Elite benefits are the ones you find useful that enhance your flying experience?

STS - which Elite benefits are the ones you find useful that enhance your flying experience?

In no particular order:
-upgrades (and as a PLAT on AA I pay for most of them but I pay less than non-elites do on AA - where they are rarely offered - or VX for example. Also, I get priority in getting an upgrade. Non elites aren't offered upgrades until elites who requested an upgrade are taken care of)).
-priority check-in (saves time, improves productivity and makes travel more enjoyable)
-priority security screening (saves time, improves productivity and makes travel more enjoyable)
-priority boarding (huge for getting carry-on luggage store)
-better treatment during IRROPS
-pre-reserve exit rows or aisles in the front of coach (makes coach more tolerable)
-discount on Admiral's Club (and of course that requires the airline to have a large network of clubs in the first place which on long layovers/delays is essential to remaining productive)
-double redeemable miles (this is actually way down on my list since the miles I earn are far less important to me than the status I earn - but its still a meaningful benefit)
-no bag fees (generally carry on but still saves several hundred dollars per year)
-free adult drink on American Eagle flights

Don't use every benefit on every flight nut even having them brings peace of mind. I can show up to my home airport 45 minutes in advance and know I can get through elite check-in, grab a boarding pass and by-pass security. Most times, I could have done that if I was a non-elite as RDU isn't generally that busy in the new terminal but I never would have risked it without elite status.

Many of the benefits you describe come with purchasing a Main Cabin Select or First Class fare on VX.

In essence, VX is making this a straightforward "you want a premium experience? cough up the money" decision. I am of the opinion that part of the problems with legacy airlines is they are addicted to the heroin of their FF/loyalty programs, a number of which are not particularly aligned with rewarding their customers (in many cases, they reward customers who know how to manipulate arcane mileage rules, and penalize customers who might fly a fair amount, but don't hit the levels of elites- flying 1,500 miles a month is quite a bit above average in the US, but it won't get you elite status anywhere- in essence, the best option for most of these customers would be WN, B6 or VX).

If I was inventing a FF program all from scratch on my airline, I'd much more closely align loyalty and rewards for frequent flying with customer spend than is currently done in the industry, and I'm pretty sure the airlines would, too. That is basically what VX has done. It's understandable that it's not an attractive option for FT participants who are used to riding in F on a cheap ticket because of the card named after a precious metal in their pocket (goodness knows I meet this description myself, having sat in F on cheap tickets quite a lot). But I think VX has a reasonable logic they are following here.

Many of the benefits you describe come with purchasing a Main Cabin Select or First Class fare on VX.

In essence, VX is making this a straightforward "you want a premium experience? cough up the money" decision. I am of the opinion that part of the problems with legacy airlines is they are addicted to the heroin of their FF/loyalty programs, a number of which are not particularly aligned with rewarding their customers (in many cases, they reward customers who know how to manipulate arcane mileage rules, and penalize customers who might fly a fair amount, but don't hit the levels of elites- flying 1,500 miles a month is quite a bit above average in the US, but it won't get you elite status anywhere- in essence, the best option for most of these customers would be WN, B6 or VX).

If I was inventing a FF program all from scratch on my airline, I'd much more closely align loyalty and rewards for frequent flying with customer spend than is currently done in the industry, and I'm pretty sure the airlines would, too. That is basically what VX has done. It's understandable that it's not an attractive option for FT participants who are used to riding in F on a cheap ticket because of the card named after a precious metal in their pocket (goodness knows I meet this description myself, having sat in F on cheap tickets quite a lot). But I think VX has a reasonable logic they are following here.

I also like the idea, but extending the ideology to include using the points (at their predefined value) to upgrade coach to first class (based on fare difference, or standby cost, depending on when you do it) would make sense.

I also like the idea, but extending the ideology to include using the points (at their predefined value) to upgrade coach to first class (based on fare difference, or standby cost, depending on when you do it) would make sense.

Yeah, I'm in favor of that as well- it would also serve as a pseudo-upgrade mechanism for "elites"- people who would fly VX more often would have more points available to redeem MCS/F at 24 hours on a space-available basis.

Yeah, I'm in favor of that as well- it would also serve as a pseudo-upgrade mechanism for "elites"- people who would fly VX more often would have more points available to redeem MCS/F at 24 hours on a space-available basis.

Or, 10 weeks in advance, just by "paying" the fare difference in points.

Yeah, but you can just pay for all fares with points anyway- what's the advantage to paying a small portion of an F fare (the Y portion) with cash instead of points? I see how this makes sense for something like a mileage copay on UA/AA or miles-based airline loyalty programs, since it's pretty easy to get the tens of thousands of miles you need for that (heck, I got enough to take a one-way in AA Flagship Service transcon J from mx delay compensation, and a credit card approval could get you close to the miles needed to upgrade to TATL J on most airlines), but not so much for VX.

I think the real utility would be that at T-24 hours, Elevate members with healthy point balances could burn them on space-available upgrades. Since it takes a fairly decent amount of flying to even get to $50 in cash value in Elevate, it works as an "elite upgrade" program, and it give people more ways to spend their points, which is a good thing- plus it doesn't devalue the product (nobody gets it for free, you're still spending points). :)